EXECUTIVE EDUCATION

Professional Certificate in Digital Marketing

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Course Dates

STARTS ON

August 19, 2021

Course Duration

DURATION

6 months, online
15—20 hours/week

Course Duration

Pay Nothing While You Learn. Financing Options Starting at US$25/Month.

Financing options available—learn more

Program Overview

The Professional Certificate in Digital Marketing is a launchpad that will advance your career in digital marketing. This in-depth online program will give you a broad overview of the digital marketing landscape, enable you to develop the most in-demand skills, and help you find your niche in this rapidly expanding field. In addition to learning digital marketing techniques across a wide range of areas like search engine optimization and social media marketing, you will be able to obtain certifications from top digital platforms such as Google and HubSpot, providing enhanced validation of the skills you will have developed.

Advance Your Career in Digital Marketing

Demand for adept marketers who can navigate this industry-wide transformation is strong. In fact, 75% of managers have said it is a challenge to find and retain professionals with the up-to-date digital marketing skills they need, according to The Creative Group 2020 Salary Guide.

It means it is the perfect time to learn the skills that offer the most commercial impact for employers, including:

  • Content Marketing
  • Customer Experience and Engagement: Conversations, Campaigns, and Conversion
  • Marketing Automation
  • Marketing Experimentation and Analytics
  • Social Media Marketing
  • Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

75%

75% of managers say it is challenging to find and retain professionals with up-to-date digital skills

Source: The Creative Group 2020 Salary Guide

163,577

Unique digital marketing jobs in U.S. posted over a 12-month period

Source: Labor market firm, Emsi, 2019

112%

Digital marketing jobs are growing 112% faster than the U.S. national average job growth

Source: U.S. Bureau of Labor Statistics

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Learn from the best
Kellogg’s MBA program has consistently been ranked #1
in Marketing by the U.S. News & World Report (2020).

High-level Program Takeaways

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Obtain hands-on experience of essential digital marketing skills including SEO, SEM, social media, email marketing, and display ads.
  • Learn how to optimize your marketing strategies using metrics such as SMART goals, conversion optimization, A/B tests, attribution, and experimentation.
  • Create high-impact content for a new generation of consumers.
  • Develop advertising strategies on social media using content that you yourself will plan, create, and promote.
  • Engage with career-focused webinars and assignments designed to further your professional development in digital marketing.

Who is This Program For?

The Professional Certificate in Digital Marketing is a launchpad that will advance your career in digital marketing. It will give you a broad overview of the digital marketing landscape, help you develop the most in-demand skills, and find your niche in this rapidly expanding field. This program is ideal for:

  • Early-career professionals who want to enter a high-growth field
  • Professionals looking to switch from their current specialism into marketing
  • Traditional marketers or corporate communications professionals who want to build on their current skill set to develop digital marketing capabilities.

Build Your Skill Set

Build Your Skill Set

  • Create content that converts
  • Optimize your campaigns for maximum return on investment
  • Segment audiences across social platforms and personalize your messages
  • Automate tasks to scale faster and more efficiently
  • Manage campaigns that offer real-time feedback through simulations
  • Keep your email messages out of spam filters and in front of your customers

Build Your Future

  • Complete a capstone project to add to your portfolio
  • Create an effective resume, cover letter, and LinkedIn profile
  • Build your digital marketing portfolio with help from an industry professional
  • Determine which career path in digital marketing is most suitable for you
  • Locate your influencers
  • Build your network

Program Topics

Module 1:

Introduction to the Digital Marketing Landscape

Understand how the current digital marketing landscape differs from traditional marketing methods and appreciate the role of digital media and its implications for brands.

Module 2:

Digital Marketing Fundamentals

Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions. Explore customer acquisition funnels and the role of retention marketing in a digital space.

Module 3:

A Framework for Marketing in the Digital World

Understand customer expectations in the digital age, learn how to measure Return on Engagement (ROE), the vital role of data and automation, and the five marketing transformation lanes.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI). Gain valuable experience in customer experience mapping and human factors research.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and automation, and how an understanding of behavioral marketing will allow you to select your target markets.

Module 6:

Content Marketing

Understand what content marketing is, the role of customer-based research, demographics and segmentation, and how to adjust your strategy based on performance metrics.

Module 7:

Search Engine Optimization

Acquire knowledge of how search engines work, how to leverage SEO keyword research, create content that converts, which performance metrics affect SEO, and the purpose of backlink strategies.

Module 8:

Social Media (Organic)

Learn why you need a social strategy, the tactics you should use for different platforms and audiences, and the use of performance metrics in social marketing.

Module 9:

The Customer Journey and Content Strategy

Master innovating across the customer experience, create a content management process, and align content strategy and innovations with customer intent.

Module 10:

Brand Storytelling in a Digital World

Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.

Module 11:

Search Engine Marketing

Learn how to leverage platforms such as Google Ads to find customers using keyword research, and understand bidding strategies in order to create copy that converts.

Module 12:

Social Media (Paid)

Gain an understanding of remarketing and lookalike audiences, and performance metrics for social platforms, and explore A/B testing methods for social media.

Module 13:

Email Marketing

Learn about the performance metrics and best practices for email marketing, how to design emails that offer a great user experience, and how to avoid the dreaded spam filter.

Module 14:

Other Digital Channels

Explore other strategies to expand your marketing reach, such as referral marketing, retargeting, display ads and networks.

Module 15:

Accelerating Marketing Execution

Learn how to market better, faster, and stronger for organizations – big and small, by moving from conventional marketing to implementing and scaling agile marketing strategies.

Module 16:

Metrics and Measurement

Develop the ability to know what works and what doesn’t in your marketing mix by using SMART marketing goals, while conforming to measurement best practices using tools like Google Analytics.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process to optimize your marketing investments across all channels using strategies and tools such as landing page optimization and web optimization.

Module 18:

Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase. Learn about multi-touch and cross-channel attribution, and the marketing experimentation process.

Module 19:

Marketing Automation and AI in Marketing

Learn about marketing automation and software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

Module 20:

Capstone Project

Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project, that pulls together the wide range of topics the program covers.

Module 1:

Introduction to the Digital Marketing Landscape

Understand how the current digital marketing landscape differs from traditional marketing methods and appreciate the role of digital media and its implications for brands.

Module 11:

Search Engine Marketing

Learn how to leverage platforms such as Google Ads to find customers using keyword research, and understand bidding strategies in order to create copy that converts.

Module 2:

Digital Marketing Fundamentals

Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions. Explore customer acquisition funnels and the role of retention marketing in a digital space.

Module 12:

Social Media (Paid)

Gain an understanding of remarketing and lookalike audiences, and performance metrics for social platforms, and explore A/B testing methods for social media.

Module 3:

A Framework for Marketing in the Digital World

Understand customer expectations in the digital age, learn how to measure Return on Engagement (ROE), the vital role of data and automation, and the five marketing transformation lanes.

Module 13:

Email Marketing

Learn about the performance metrics and best practices for email marketing, how to design emails that offer a great user experience, and how to avoid the dreaded spam filter.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI). Gain valuable experience in customer experience mapping and human factors research.

Module 14:

Other Digital Channels

Explore other strategies to expand your marketing reach, such as referral marketing, retargeting, display ads and networks.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and automation, and how an understanding of behavioral marketing will allow you to select your target markets.

Module 15:

Accelerating Marketing Execution

Learn how to market better, faster, and stronger for organizations – big and small, by moving from conventional marketing to implementing and scaling agile marketing strategies.

Module 6:

Content Marketing

Understand what content marketing is, the role of customer-based research, demographics and segmentation, and how to adjust your strategy based on performance metrics.

Module 16:

Metrics and Measurement

Develop the ability to know what works and what doesn’t in your marketing mix by using SMART marketing goals, while conforming to measurement best practices using tools like Google Analytics.

Module 7:

Search Engine Optimization

Acquire knowledge of how search engines work, how to leverage SEO keyword research, create content that converts, which performance metrics affect SEO, and the purpose of backlink strategies.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process to optimize your marketing investments across all channels using strategies and tools such as landing page optimization and web optimization.

Module 8:

Social Media (Organic)

Learn why you need a social strategy, the tactics you should use for different platforms and audiences, and the use of performance metrics in social marketing.

Module 18:

Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase. Learn about multi-touch and cross-channel attribution, and the marketing experimentation process.

Module 9:

The Customer Journey and Content Strategy

Master innovating across the customer experience, create a content management process, and align content strategy and innovations with customer intent.

Module 19:

Marketing Automation and AI in Marketing

Learn about marketing automation and software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

Module 10:

Brand Storytelling in a Digital World

Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.

Module 20:

Capstone Project

Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project, that pulls together the wide range of topics the program covers.

Download Brochure

Some of the Tools You’ll Learn to Use

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HubSpot

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Email Marketing

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Google Analytics

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Content Creation

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User-generated Content

Certifications Included in the Program

  • Google Analytics for Beginners and Advanced Google Analytics Certifications—Free
  • Google Ads Display and Google Ads Search Certifications—Free
  • HubSpot Content Marketing and Social Media Certifications—Free
  • Semrush SEO Toolkit—Free

    Industry Examples

    Image of AT&T Brand Logo

    AT&T

    Using the Customer Journey Map, learn how AT&T has addressed customers’ apprehension about technology overload when entering stores, turning it into a positive, personalized in-store experience.

    Image of Dollar Shave Club Brand Logo

    Dollar Shave Club

    Who would have thought subscription razor blades could be so popular? Using successful digital marketing strategies, Dollar Shave Club has personalized a formerly generic product. Learn how they achieved this.

    Image of Dove Brand Logo

    Dove

    Topics such as customer segmentation and telling great brand stories come to life in the 'Real Beauty' campaign by Dove, the beauty care line that aims to go deeper than just soap.

    Image of Google Brand Logo

    Google

    Analyze the structure of brand storytelling through the lens of Google India's 'Reunion' commercial, a spot which has had over 15 million views to date.

    Image of John Deere Logo

    John Deere

    Take a look at how John Deere educates customers instead of pitching to them in a publication they have been publishing since 1895.

    Image of P&G Brand Logo

    P&G

    Learn how P&G has addressed the three most-articulated pain points in dentistry by creating a website that offers continuing education, the latest dental research, and tools for practice management, instead of sending sales people to dentists' offices.

    Image of Whole Foods Brand Logo

    Whole Foods

    Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.

    Kellogg Executive Education's use of them does not imply that it is affiliated with or endorsed by them.

    Program Faculty

    Profile picture of course faculty MOHANBIR SAWHNEY

    MOHANBIR SAWHNEY

    Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation

    Professor Sawhney is a globally recognized scholar, consultant, and speaker in innovation, modern marketing, and enterprise analytics.... More info

    Instructors

    Profile picture of course faculty DR. SHARMIN ATTARAN

    DR. SHARMIN ATTARAN

    Professor, consultant, and speaker specializing in digital marketing

    Dr. Attaran is a professor, consultant, and speaker specializing in digital marketing. She has helped numerous brands develop, implement, and refine their digital marketing strategies. She designs and teaches both on and offline programs related to digital marketing, frequently holding workshops and providing training for SMEs and non-profits to aid them in their digital marketing strategy development. Dr. Attaran is also a professor at Bryant University, where she provides experiential learning opportunities to her marketing students using client-based projects.

    Profile picture of course faculty MATT CARDONI

    MATT CARDONI

    Digital marketing teacher and consultant

    Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads and Analytics and has worked with a variety of industries including retail, health care, travel, ecommerce, nonprofit, and finance. His clients include Patagonia, Rush Medical, Orbitz, and Greenheart Shop. Matt specializes in creating and implementing online marketing strategies, leading and collaborating with teams, delivering measurable results, and developing meaningful client relationships. His specific focus is Search Engine Marketing (SEM), including Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing (SMM), and web analytics. He is a lecturer at the University of Iowa, teaching digital marketing to MBA students.

    Profile picture of course faculty KIM RUST

    KIM RUST

    Mobile strategy consultant and professor

    Kim Rust is a mobile strategy consultant and professor with expertise in growing businesses with mobile apps. With equal parts software product and marketing experience, Kim delivers in-store, online, and mobile customer experiences that drive revenue and enhance loyalty across the industries of retail, media, real estate, social networking, and financial services. She is adept at roles requiring the coordination of multiple teams with retail experience ranging from stores buying for a nationwide retailer to the launch of over 30 mobile technology products for retailers and brands and is highly regarded for the following skills: mobile implementations, digital and mobile education, product strategy, digital marketing strategy, and analytics.

    Profile picture of course faculty DAN WEINGROD

    DAN WEINGROD

    Digital change agent, design sprint facilitator, and educator

    Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations and teams learn and organize. He has facilitated multiple design sprints both in-person and remotely that have helped teams to identify problems, creatively define solutions, and build a culture of continuous learning using Agile, LeanUX, and Design Thinking. He has lead web departments, developed digital and social strategies for numerous brands, and helped educate marketing and entrepreneurship students from around the world about succeeding in the rapidly changing digital environment.

    What Our Past Participants Say

    Alfredo Morales

    "I've taken other Digital Marketing courses (both online and on-site) and this was easily the best in my experience. The course encompassed all major digital marketing subjects, from social, email, influencer, SEO/SEM to more complex topics such as AI applied to digital marketing. The course was worth every penny. I liked it so much that I'm currently taking the other Professional Certificate course available (Product Management.) I'm applying many of the things I learned to my current job, something I cannot say of other courses I've taken."

    — Alfredo Morales, COE Supervisor, Raytheon Professional Services

    Pilar Maturana

    "The best part about this program were the instructors and the group of friends and connections I made throughout this program. I was able to land a fantastic job while doing this program. Thank you!"

    — Pilar Maturana, Digital Marketing Producer, Crescendo Collective

    Patricia Motta

    "The professors were amazing, the material was very rich. I put everything I learned into practice at work the very next day and have become more valued by the company I work for as the results are visible. Having the orientation from the best marketing professionals in the market, as well as networking with 150 other professionals in my class, was the added value that exceeded my expectations. It was a lot of dedication and hard work, which only made me value the experience even more. I highly recommend it."

    — Patricia Motta, Marketing Manager, Osborne International Inc

    Simon Dain

    "Whether you are a seasoned marketing professional, a young professional trying to pivot towards digital marketing or an entrepreneur who wants to be able to understand and leverage digital marketing in leading your teams/business; this course is really valuable because there is real substance to the program—the case studies, the exercises, and the group dynamic. Being from an investment background it has been my experience, that growth and positive ROI are not linear or uncertain events but are delivered through identifying the right opportunities and a succession of successive inflexion points. This course is undeniably one of those opportunities and will be a defining point in your professional growth."

    — Simon Dain, Founder, Candriam Investors Group

    Pinar McGee

    "Professor Mohan Sawhney was incredible. I would like to meet him in person and thank him for the course one day."

    — Pinar McGee, Director, Customer Experience, Molex

    Andrea Lenterna

    "I attended the Professional Certificate in Digital Marketing from September 2020 till March 2021. I had very high hopes and expectations about this course and, I must say, I was not disappointed. I think it was very well structured since it started from the fundamentals of marketing and it showed how those should be applied to the digital world touching many aspects of it. It was a very comprehensive course which set a solid foundation about the topic. I strongly recommend it."

    — Andrea Lenterna, Director, Maxi Editor (S.R.L)

    Andrew Woller

    "This is a 6-month all-intensive digital marketing certification course where you will develop a skill set in SEO, PPC, Social Media, Content marketing, CRM, and more. This program was also helpful in networking with marketing professionals, finding job opportunities, and learning about the digital space."

    — Andrew Woller, Member Success Lead, WeWork

    Lisa Marzano

    "Weaving the pieces together in the capstone was the best - it allowed us to show everything we learned in the course."

    — Lisa Marzano, Associate Director, Analytics, AbbVie

    Certificate

    Example image of certificate that will be awarded after successful completion of this program

    Certificate

    Upon successful completion of the program, Kellogg Executive Education will grants a verified digital certificate of completion to participants. Participants will be assessed across nine content areas to obtain the certificate of completion.

    Download Brochure

    After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
    Note: This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.

    Pay Nothing While You Learn. Financing Options Starting at US$25/Month

    We offer flexible and transparent payment options through our partners Ascent Funding, Sallie Mae, Commerce Bank and Eduvanz.

    US Residents (Deferred Payment Option Available)

    Indian Residents

    Rest of the World

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